Leger Holidays has acquired the former Shearings brand, customer database and website, it has announced. Leger says that in “bringing the iconic Shearings name back to life”, it will offer a new programme of coach holidays in the UK and Europe.
Shearings’ parent Specialist Leisure Group (SLG) ceased trading in May. SLG blamed the coronavirus COVID-19 pandemic for causing “a significant cash shortfall.” The demise of SLG also captured Caledonian Travel and National Holidays among other subsidiaries. Leger has not purchased those brands.
Leger Holidays Chief Executive Ian Henry says that the Rotherham-based company will operate Shearings as a stand-alone brand within its portfolio.
Speaking to Travel Weekly magazine, Mr Henry confirmed that the deal does not include any coaches, former employees or hotels.
In a statement, Mr Henry adds that the two brands “have many synergies” and that the Shearings name will be relaunched “seamlessly.”
“We are particularly keen to develop Shearings’ popular UK tours portfolio and to increase our UK tours market share. Post-COVID-19 we are predicting an increase in staycations, and we will be very quickly launching around 30 new UK tours for 2021 and beyond.
“We have gone into this deal knowing that the two brands already have many synergies: Similar product, customer demographic, experience values, impressive repeat business and customer loyalty. As such, we already have a business model in place to seamlessly relaunch Shearings.”
Leger is offering Shearings customers who lost their holiday after SLG ceased trading the opportunity to book a Leger trip with a £25 deposit.